Event description

The paywall models of metered, freemium, and hard all have one thing in common: They are content led. The access rules are determined by content rules, rather than customer data. This has led to a one-size-fits-all approach.

Over the last year, the Journal has been innovating in the paywall space, and have moved away from a content-led to a customer-led approach. Using a proprietary algorithm and propensity score, the Journal customizes the experience for non-subscribers based on data that helps them predict the likelihood of subscribing.